Positioning Products And Services Accurately

Topics:
Marketing Strategy
Tags:
Marketing,
Marketing Research,
Positioning,
Product Marketing,
Professional Services
Source:
gurowitz.com

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Overview: The purpose of this article is to distinguish critical factors in product marketing, particularly as they apply to the marketing of professional services. The intent is to provide ideas and tools that will enable marketers of professional services to be more effective in selling their business by helping them to target their approach to what the market is really listening for. According to the Buying Hierarchy, the buying decisions are based on the following four elements, listed in order of importance. These are functionality, reliability, convenience, and cost. All these have been discussed in detail. While product marketing may cover the full range of the Service/Product Positioning Model, convenience and cost are not significant factors in the decision-making process of service clients. By determining how their products and services fall on the dimensions of functionality and reliability, service providers will create a marketing message that is distinct and is a match for their market's interests.

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Format: PDF | Size: 176KB | Date: Nov 2001 | Pages: 7

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